Brakspear goes hi tech with Ale Trail

The sixth annual event, which links up nine Brakspear pubs in Henley, will this year use the new technology to recruit more participants, especially younger drinkers. People are being asked to register via a dedicated website or by using a smartphone to scan a QR code on promotional posters and maps and local newspaper advertising. Those following the Ale Trail are then given cards that are stamped in each of the participating pubs when they buy a pint of Brakspear’s beers. Those completing the trail before the end of this year get a free pint and T-shirt.

Chief executive Tom Davies, pictured with previous participants, said: “The Ale Trail has become a popular annual tradition in Henley, enjoyed by hundreds of pubgoers every summer. This year we’re continuing with the tradition but combining it with modern technology to make the event bigger and better than ever. Younger drinkers are a focus… We know that more of them are drinking cask ale, so we’re confident that, by engaging with them through the digital and social media that they routinely use, we can encourage more of them to join the trail.”